The service connects smartphone users with on-demand, private drivers who offer luxury black sedans and SUVs for prices higher than regulated cab companies.

The company website lists price examples, such as a ride from downtown to the Sacramento International Airport for $60.

A trip from downtown to Natomas would be $28.

People like Mike Machado are excited about the arrived of UBER.

“It’s about ease of use,” he said. “Being (able) to use your smart phone -- quickly pull it out and within minutes have someone curbside.”

The service is running with a “soft opening” online with no advertising.

A company spokesman said an official opening announcement will be made in about two weeks.

UBER customers must register online, provide a credit card number and approve a lengthy legal agreement absolving the company of any and all liability.

One line from the legal agreement reads, "You may be exposed to transportation that is potentially dangerous, offensive, harmful to minors, unsafe or otherwise objectionable ... use the service at you own risk."

The president of Yellow Cab of Sacramento on Friday called UBER a pirate company which is unregulated and unaccountable.

He also questioned the safety of the private drivers.

“How do you know they’ve had a background check, or how do you know he’s had a drug and alcohol test?” Fred Pleines asked. “How do you know these things? You don’t.”